web analytics 101

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Web Analytics 101 Saurabh Pandey

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The story and thought process for analytics. Before you get down to using analytics, understand the 'hows' and 'whys'.

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Page 1: Web analytics 101

Web Analytics 101

Saurabh Pandey

Page 2: Web analytics 101

What is Web Analytics?

• Web analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimizing web usage.

Page 3: Web analytics 101

Lay-Man’s Term

• What is the key metrics of success for my website?

• How am I faring on them?

Page 4: Web analytics 101

Why Web Analytics?

Page 5: Web analytics 101

Analytics Timeline

Page 6: Web analytics 101

Web Analytics Vs. Log Files

• Major Challenges in Log Files Data

– Browser Caching leading to data inaccuracy

– Uniqueness of visitors not accurate- largely due to usage of proxy servers by the ISPs the actual IP address are never reflected.

– Due to the same proxy caching the accuracy of traffic volume may also be questionable

Web analytics use Page tagging to tag

Each and every page of the website.

Due to this and the use of cookies to identify

Unique visitors , the data is much more

Accurate.

It’s easier to access , view and report data

However the downside:

1. Data is generally on cloud, and not on your

servers.

1. About 31% people delete cookies in a

month- this puts question mark on data

accuracy

Page 7: Web analytics 101

Types of Web Analytics

• Off site

• Onsite

• Onsite more popular

• Beginning to use a hybrid-mix

Page 8: Web analytics 101

Off-Site Analytics Services

• Work on a sample of Panel users (e.g. compete works with a sample of 2m panel users)

• No code (cookies) inserted into the site/browser

• Less accurate

• Good for measuring trends of competition

Page 9: Web analytics 101

Offsite-Alexa,Compete, SocialMention

More useful to visualize trends and buzz

Around competition and your own site.

No need to be the admin, or insert codes

Page 10: Web analytics 101

On-Site Web Analytics Services

• Lends deep insight into

– how users find and use our site.

– how to make the product (website) more efficient

– how to make marketing more efficient

Page 11: Web analytics 101

Various Brands

• Webtrends-Paid

• Omniture/Site-Catalyst-Paid

• Coremetrics-Paid

• Google Analytics-Free

The paid analytics systems can go upto Rs. 50 odd lacs (USD 100K or more) a year.

Paid analytics services have many advanced segmentation and tracking features,

Coupled with data privacy and hosting facility.

They have extensive and regular training & support systems in place.

Google Analytics, though, serves the purpose for all SMBs and many large enterprises,

Data resides on the cloud. Lacks full-blown support system

Page 12: Web analytics 101
Page 13: Web analytics 101

How does GA work

Page 14: Web analytics 101

Understanding KPIs & Metrics

Not everything that can be counted counts!

Albert Einstien

Page 15: Web analytics 101

KPIs/Metrics

• Metrics are

– Count: e.g. No. of visitors OR

– Ratios: e.g. Conversion rate (Buyers/Visitors)

• KPIs are also metrics but we use them to see how well we fare against our business objectives!

Page 16: Web analytics 101

KPIs/Metrics

• If I run Flipkart. – My Business Objective could be to sell more books

– My KPI would be: Average Order Size &Total Units Sold.

– My Metrics would be: Conversion rate and visitors

– KPIs are clearly tied to an objective.

– Business objectives>Goals>KPIs>Metrics

Page 17: Web analytics 101

What’s Next? Targets

• So, now we know – Our Objectives – Our KPIs and – Our Goals

– But we still need to know whether we are doing great or not?

– We need to create Targets for each Metric. Better still, we

should have 1 target for each KPI.

– E.g. My Average Order Value Target at Flipkart should be Rs. 250/-

Page 18: Web analytics 101

Dimensions of a visitor/transaction!

• Attributes of the visitor

– Which Keyword ?

– What landing page?

– Which part of the country?

– What browser?

– What time?

– Is this the 3rd visit?

– How many pages viewed?

Remember STAR

◦ Source (referring URLs, Geography etc.)

◦ Technical (browser, screen resolution, ISP etc.)

◦ Activity Performed (landing page, content path, time spent, produts they bought, downloaded something etc.)

◦ Recency (when was the last time they visited)

Page 19: Web analytics 101

Segments are Important…

• In making sense of data and getting real insights.

• To be frank- individually almost all data is useless. • But if you combine metrics with dimension (segments) it starts

giving you insights.

• For e.g. No. of visits- is useless • But look at this:

– No. of Visits from Delhi or – no. of visits that lasted more than 1 minute – No. of visits from Google that stayed less than 1 minute.

– Are all much more meaningful now.

Page 20: Web analytics 101

Segmentation in Google Analytics

We can see a trend of bounced visits from ‘facebook’. We can also see

That almost 80% of these bounces are from new visits (first time)

Page 21: Web analytics 101

• Let’s Create an Analytics Framework now!

Page 22: Web analytics 101

Web Analytics Framework

Page 23: Web analytics 101

Analytics-KPIs (Process Centric Understanding)

PageViews

Bounce

Time Spent

Content

Visits Unique Visitors

Source Of Traffic

Technical

Conversion % No. of

Transactions

Average Order Value

Products Sold

Engagement & Behavior Acquisition & Reach Transaction

Page 24: Web analytics 101

Let’s Understand Some of the Major KPIs

Hits- Obsolete metric. Each time a server is requested for a file, it’s considered a hit

Hence flawed. If a page has 10 images, then the server will show 10-11 hits for just one page view

Hence need for more robust and realistic metrics of Key Performance Indicators

Page 25: Web analytics 101

Google Analytics Dashboard

Page 26: Web analytics 101

Visits

• Whenever someone comes and views the web-pages, it’s counted as 1 visit.

• If 100 pages are viewed without exiting the website, the visit is still counted as 1.

• The visit ends when the user exits from the website. Or

• When the session expired. 30 Minutes

Page 27: Web analytics 101

Page View

• An instance of a webpage loaded by the browser.

Page 28: Web analytics 101

Pages per visit

• Number of pages viewed in a single visit.

• If a user views 2 pages in a single visit then Pages/Visit = 2

Page 29: Web analytics 101

Visitor

• Visit ≠Visitor

• A user that visits your site.

• Any future session by the same visitor will be counted as 2nd visit but not as a 2nd visitor.

• 30 minute session

Page 30: Web analytics 101

Bounce

• Number of single page visits.

• Entry and exit from the same page

Page 31: Web analytics 101

Average Time on Site

• Total amount of time spent on the website

• Divided by the total number of visitors

Page 32: Web analytics 101

Content- Landing Page & Navigation Flow

We can see the top pages in terms of views or the navigation flow and

other interesting metrics around content engagement

Page 33: Web analytics 101

Snapshot-Analytics Dashboard

Page 34: Web analytics 101

Understand the traffic sources

• Direct

• Referral

• Search

Page 35: Web analytics 101

Direct

• All traffic (visits/visitors) that come to the website by:

– Typing in the URL in the browser

– Clicking on a link in Bookmarks

Page 36: Web analytics 101

Referral

• All visits that come by clicking on a link somewhere.

• For e.g. If you are reading an article on a Rediff.com, and you found a link to www.atomthought.com which you clicked then:

• This is a referral visit for atomthought.com

• Rediff.com becomes the referrer site.

Page 37: Web analytics 101

Organic Search

• All visits by clicking a link in the organic search results page (not paid search results)

Page 38: Web analytics 101

Geo-Where on earth the traffic is coming from?

Page 39: Web analytics 101

Track Goals-Funnel Visualization

Understand entry and exit points, wastage in the funnel, and get an

overview of where to fix things

Page 40: Web analytics 101

What Kind of Goals can be set?

• URL destination

• Time Spent

• Pages/Visit

Page 41: Web analytics 101

Goal Setting

You have 4 Goal Sets, each with 5 Goals (You can set a total of 20 goals)> Add Goal

Page 42: Web analytics 101

Let’s come to Optimization

• Website Objectives>Goals>KPIs> Test & Optimize

Page 43: Web analytics 101

Web-Optimization

• A/B Testing &

• Multivariate Testing

• A/B testing is the best to start with. Absolutely great for SMBs.

Page 44: Web analytics 101

A/B Testing

• Most often people don’t come to the ‘Home Page’

• People come rather to a specific landing page

• A good landing page can make a lot of difference to conversions and hence revenues

• So, how do we know which landing page to go ahead with?

Page 45: Web analytics 101

A/B Testing With Google Website Optimizer

• Choose the page you want to test • Decide the testing parameters

– Pick a few elements (ideally 1, and worse situation 2-3) like:

• Headline • Price • Product Image • Offer • Font etc.

(A/B testing is a convenient and easy way to decipher which landing page is working for you. Changing few parameters will give meaningful results)

Page 46: Web analytics 101

• Log into Google Website Optmizer (google.com/websiteoptimzer)

– Google calls these tests as ‘experiments’

A/B Testing With Google Website Optimizer

Page 47: Web analytics 101

LP1

LP2

ThankYou

A/B Testing With Google Website Optimizer

Page 48: Web analytics 101

• Install Javascript Code: Now the website optimizer knows which pages to track, but in order for it to show these pages randomly to all visitors, we need to put a snippet of code in the Control Page, Variation Page and Confirmation Page. (just after /header in your html page for control and before /body in others)

• After doing this just press ‘Validate’ in Google Website Optmizer.

A/B Testing With Google Website Optimizer

Page 49: Web analytics 101

Reports

This is a multivariate report. As you can see, Combination 11 looks to be the best.

Page 50: Web analytics 101

How to create Tracking URLS and start tracking

Page 51: Web analytics 101

Setting up

Go to http://analytics.google.com Signin with your gmail id; or sign up

for a new account

Page 52: Web analytics 101

Setting up

Page 53: Web analytics 101

Agree to the t&c

Page 54: Web analytics 101

Get the Code

Page 55: Web analytics 101

Where to put the code?

• Just before the end of closing tag(/body)

• Each page of your website

• If it’s a wordpress hosted site- go to footer.php (in your themes tab)

Page 56: Web analytics 101

What if I have a blogspot blog?

Page 57: Web analytics 101

Conclusion

• There’s more to analytics than what we just experienced.

• But start simple. Scale gradually. Focus on Core Metrics

• You should be able to segmentize your metrics.

• Use both offline and online analytics

Page 58: Web analytics 101

Reach Me @

• Twitter: pandeysaurabh • Blog: www.atomthought.com

• Get more presentations on Social Media & Digital

Marketing @ – Slideshare: http://www.slideshare.net/sycamore

• Thanks!